You need to think about the right keyphrases to target for the best results. Don't choose generic, competitive single words. On average surfers use 2.2 words per search and quite often what at first glance seems to be a good single word to describe you can return totally irrelevant results.



Don't let any seo company simply dictate or choose your keyphrases for you. The proper approach is too discuss them together and use all the tools readily available to work out what's going to be the most efficient keyphrases for your business.



I recommend the Overture Search Suggestion Tool as a great FREE way to get an insight into how many people are searching for your keywords. Bear in mind though that this only analyses the results from the Overture engine which is by no means the biggest search engine but it is the best free tool i can find.



Be ready to put the time in. The more competitive your keywords are then the longer it's going to take to get that coveted first page result. We advise a mix of good but achievable phrases, along with the upper end targets so whilst you work on getting the high ROI keywords up there, you benefit from the traffic quicker from the smaller ones.



Get inside your customers mind. A lot of businesses make the first mistake by trying to optimise for keyphrases that only insiders to their business know or understand. Carry out some research.........ask your customers what they would type into the engines to find your products if they didn't know your company name. Try not to use slang words that only make sense to "those in the know" Also remember to think about regional phrases, i.e. American English as opposed to British English and the different spellings of words.



A lot of companies will use a keyphrase that is a bit different and will attract a lot of traffic. Is it worth the time and effort to do this unless these visitors are actually going to be interested in your products? Also bear in mind that if you try to mislead visitors to get them to your site then the search engines will most probably penalise you for this.



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DO NOT OVERDO IT. The most common mistake i see from novice SEO'ers is the temptation to stuff their Meta tags full of keyphrases. This only serves to dilute the quality of your goals and means you won't achieve the results your after.